American Crew to launch Elvis-themed grooming products for men

American Crew has officially announced a special-edition lineup of products featuring Elvis Presley, because if there’s one thing American Crew and Elvis are known for, its men’s hair.

Lovingly remembered as “The King of Rock and Roll,” American Crew has decided to also crown Elvis as “The King of Men’s Grooming.” Known for his individuality and killer hair, it’s no surprise that Elvis still plays a prominent role in pop culture today, despite his passing in 1977.

“Men around the world owe a debt to Elvis Presley,” said American Crew founder David Raccuglia in a news release. “Elvis is ‘The original cool’ and American Crew wants every guy out there to know that each of us has the power to define ourselves and make a difference.”

A photo posted by AMERICAN CREW (@americancrew) on Mar 13, 2016 at 9:13am PDT

The limited-edition line comes at an all-time high in men’s grooming. Retailers report that men are not only interested in using more grooming products, but are also more likely to research and buy them on their own as stores provide a larger amount of fresh merchandise, notes WWD. Some retailers also noted that the use of Elvis’ image corresponds with the quest of today’s generation to rediscover legends of the past, such as Marilyn Monroe and Frank Sinatra.

The product lineup consists of six American Crew styling products including Fiber, Pomade, Forming Cream, Grooming Cream, Molding Clay and Defining Paste. Each 3-ounce package features an image of Elvis in his early years and is available for $17.95 at salons nationwide.